In América Televisión we realized that every time someone is on TV for the first time, all his family gets together to see him; therefore, we decided to put unknown people on air throughout our programming, giving them a secondary role so, at home, all his family will be closest than ever.

• Implementation

We have secondary roles to people that have never been on air and, at the same time, a team from the station went with a camera to these people´ houses to register the reaction of their families when seeing them on TV for the first time. When the unknown individual appears on the screen, a banner would activate at the bottom of the screen to show the reaction of the families in real time, together with our brand message.

• Timeline

October 12, 2016, we started with an intrigued campaign on TV and social media announcing that we will carry out something to join families.

From October 27 through 29, 2016, unknown people started appearing on our shows, together with a banner with our message and the family in real time.

November 4, 2016, we developed a TV spot with the compilation of all the unknown people that

• Action/business results – sales, donations, site traffic, achievement against business target

1 of every 3 Peruvians saw our action.

#juntandofamilias (joining families) was trending topic for 3 days in a row.

More than 50k interactions in social media without investment.

• Outcomes/awareness - change in behaviour, reach, public opinion, content response

We increased our perception as a leading channel in Peru by 11%.

We increased our perception as the channel which Peruvians identify themselves with by 10%.